Brand Audt

Methodology; Brand Exploratory Design

First of all we are going for exploratory research as we intend to gain background information of the target customer of Haleeb Good Day to clarify the research problems and to establish our research priorities.

There are different techniques for exploratory research for example focus groups, experience interviews, case studies and projective interviewing but here we have selected In Depth Interviews as they best suit our requirements.

In Depth Interviews

Some important details that how the interviews will be conducted and under what conditions are as following:

• Interviews will be conducted one-on-one, and will last between 10 to 15 minutes

• Interviews will be conducted through telephonic and face to face meetings.

• The location for face to face meetings would include houses, offices, shopping malls and colleges.

Objective to be Achieved Through In depth Interviews:

To dig deeply in to the minds of consumers and tap their perceptions and beliefs to uncover the true meaning of the Haleeb Good Day brand by identifying the following:

(Note: The following findings would be conducted separately for brand inventory and brand exploratory, since only by this approach we can complete the brand audit)

A- Are the current sources of brand equity satisfactory?

(Exploratory: What customer thinks of the sources of brand equity? And

Inventory: How the products are marketed and branded by firm?)

Questions to be asked for this objective in the In-Depth Interview

1. Please name all the brands of juices that you can think of right now?

(In this question we are giving our respondent a broad space and checking that whether Good Day is there in their minds or not, precisely it will check the brand recall. We have asked for any brand of juices as we doubt that there is enough brand awareness.)

2. Please provide the names of top three (3) brands that you would most likely purchase when considering a pure juice

(Now...